過度服務、滿意度與再購意願間知覺價值之干擾效果－以王品牛排為例

本研究目的主要探討過度服務、滿意度與再購意願之間的影響，以及知覺價值在過度服務、滿意度與再購意願之間的干擾效果。本研究採立意抽樣法，以網路發放問卷，並運用迴歸分析探討變項間的關係效果，再以階層迴歸分析確認知覺價值的干擾效果。研究結果顯示過度服務對滿意度與再購意願具有顯著正向影響；然而知覺價值在變項之間的干擾效果則不顯著，但卻有削弱或加強效果。此外研究發現儘管過度服務對滿意度具有正向影響，但是消費者對於「熱切招呼」、「要求填寫問卷」，以及「被提醒經常點選那些餐點」等過度服務仍然是不甚認同。

關鍵字

過度服務；知覺價值；滿意度；再購意願

並列摘要

Purposes of this study are to investigate the influences among excessive service, customer satisfaction and repurchase intention, as well as moderating effect of perceived value between excessive service and customer satisfaction, along with between customer satisfaction and repurchase intention. Data has been collected by web survey with purposive sampling. Regression analysis has been applied to analyze variables. Moderating effect has been tested by hierarchical regression analysis. Results have shown that excessive service not only has a positive significant influence on customer satisfaction, but also has a positive significant influence on repurchase intention. However, there were neither significant moderating effect of perceived value between excessive service and customer satisfaction, nor between customer satisfaction and repurchase intention, but did decrease or increase effect among variables. In addition, although excessive service has a positive influence on customer satisfaction, customers still disagree with ＂eagerly greeting,＂＂asked to fill in the questionnaire,＂ or ＂be reminded what meals frequently chosen＂ when referring to excessive service.